COVALCO is one of the major mass distribution players in Spain, controlling a network of local shops under the name of COALIMENT or TRADYS. The old-fashioned aesthetic of the COALIMENT shops from both the inside and outside does not transmit the idea of quality service to the consumers and the shops are limited to “last minute shops” where the average shopping basket does not exceed an emergency purchase.

Furthermore, an efficient system accompanied by an up to date shop design should be proposed to franchisers and entrepreneurs eager to join the chain.

The challenge:

Provide the Coaliment brand with a wider appeal and greater credibility as a local shop, for customers and franchisers, with the objective of improving the average sales receipt in store and becoming an attractive shop for daily and weekly shopping.

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